Already seeing success with LinkedIn ABM? Learn how to multiply those results by taking your targeting across channels.
You know the scenario – you’re running LinkedIn ads against your ABM list and starting to see real traction. Higher quality booked meetings, decent saturation, people reaching out. Now you’re ready to take that success and amplify it across channels.
Let me show you how to build on these early wins and create a powerful multi-channel approach that really moves the needle.
Table of contents
5 Key Strategies to Amplify Your ABM Success
1. Hyper Personalization with LinkedIn Ads
First thing I would do is look for ways to personalize more on LinkedIn. By that, I mean if you can split up some of your ABM group into different segments.
That’s one of the powers of LinkedIn ads targeting – you can segment by:
- Seniority
- Function
- Department
- Company size
- Industry
If it ranges in different company sizes, if there’s different personas within those accounts, you could create ads specifically for their pain points and the benefits they’re going after. You might have three or four people in a buying committee, and each of those people have different careabouts.
You can slice and dice your ABM list and create ads that are tailored to those specific industries, company sizes, or personas within those accounts to get more traction.
2. Take It Cross-Channel
Not all of those people are going to be super active on LinkedIn. If you want your best chance of success, you should spread out and try to reach this group on multiple platforms because:
- A pocket of this ABM list might be active on LinkedIn
- Another pocket might be more active on Facebook
- Another pocket might be more reachable through programmatic ads scattered on trusted websites
We have access to (we’ve licensed) some of the largest LinkedIn databases out there. So we have the ability to take our LinkedIn targeting, that ABM account list you have, find the decision-makers, and then own that data set.
What we’ll actually see is more success from the core group because there’s a group that is active on all three – so for that group, you’ll really accelerate the deal. They’re active on LinkedIn consuming that content, and now you’re hitting them on Programmatic and Meta as well.
3. Go Deeper with CTV and Native Video
One thing we’ve seen is the power of video to humanize your brand – to show them the expert, not just tell them. If you’re leveraging video, I would:
- Leverage it on LinkedIn
- Leverage it on Meta
- Dig into programmatic deeper and get into CTV (videos showing on people’s home TVs as they’re watching Hallmark or the news)
- Use native video (as they’re scrolling Fortune website or Rolling Stone, your ad could be embedded as a native video)
It’s a really good look for you because it’s a quality placement on a quality site, but then it’s also the video aspect that really helps get more of the point across.
4. Align Sales and Marketing
A lot hinges on these handoffs. You really want to get with sales and understand:
- Are the meetings we’re booking quality?
- Are leads forming up properly?
- Are there certain concerns or questions they have consistently that aren’t being addressed in our ads?
Having a really solid feedback loop between sales and marketing helps enhance the power of these ads and speak to the actual pain points and desires of these prospects.
We don’t just want to produce more leads and get you more meetings – we want to produce quality meetings. Ideally, if we do our job right, these people are showing up to meetings kind of 50-60% already sold because we’ve satisfied a lot of their questions through ads and content.
5. Leverage Intent Data
Instead of just running ads on this group, putting lead gens in front of them, and hoping they hit the landing page and fill out the form, there’s additional signals we can pay attention to that tell us who the warmest prospects are:
Website Visitor Identification:
- Track visitors to specific ABM landing pages
- Set up automated workflows for identified prospects
- Trigger LinkedIn connection requests or introduction messages when prospects are identified
- Know they’re already qualified if they’re coming from your ABM approach
Campaign Engagement Tracking
We can look at a specific campaign and see a list of accounts that were exposed and engaged with your ads. We can give you a ranked list of the warmest accounts that have either seen the most of your ads or engaged the most. Even if they haven’t booked a call, this gives your sales team great insight into who already knows who you are – a well-timed email, connection request, or call at that point wouldn’t be cold because they’ve been exposed to your ads.
The Power of an Ecosystem Approach
By owning the data and moving it to multiple channels, you’ve really increased the efficiency and power of that motion. The key is creating a marketing ecosystem where each additional layer helps improve the overall ROI. When a prospect leaves your website after searching for what you offer, if they’re watching TV, if they’re on the internet, if they’re on Facebook or LinkedIn, they’re going to see more of your content over the next 90 days.
That gives us a massive unfair advantage over competitors who don’t have that in place. Instead of it just being up to the buyer with no additional information, we are continuing the conversation. We are curating assets that shed us in a much more professional and expert kind of way to the point where we are able to tip the scales in our favor more often than not against our competitors.
Want to learn more about implementing this approach for your business? Let’s talk about how we can help you build a winning ABM strategy.
